Edinburgh Gin’s Collaboration With A Best-Selling Poet: A Game Changer in the Spirits Industry?

The intriguing thing about marketing strategies is that there’s no limit to how creative and unconventional they can be. Brands are constantly pushing the boundaries, seeking out new and innovative ways to connect with their target audience.

Edinburgh Gin’s latest collaboration with best-selling poet Charly Cox is a prime example of this. The brand has created a limited-edition Discovery Pack that features four flavoured gins, each paired with a custom-written poem and bespoke cocktail recipe.

This is a truly unique and captivating way to promote a product. It’s a fusion of flavours, verses, and mixology that is sure to appeal to a wide range of consumers.

Why This Collaboration is a Game-Changer in the Spirit Industry

In the ever-evolving world of spirits, it takes something truly exceptional to make a mark. Edinburgh Gin’s collaboration with Charly Cox is that exceptional spark. Here are 5 reasons why it’s a game-changer:

1. It’s a Multi-Sensory Experience

A multi-sensory experience in marketing involves engaging more than one of the five senses (sight, sound, touch, taste, and smell) to create an immersive brand interaction.

The Discovery Pack appeals to the senses of taste, sight, and sound. The poems are engaging, like whispered secrets, conjuring up vivid images and emotions. The cocktails aren’t just tasty; they’re a feast for the eyes, with their vibrant colour and intricate garnishes. And the gins? They’re sure to tantalize the taste buds.

2. Storytelling Through Taste

Think of it like this: when you sip this gin, it’s more than just a drink. It’s like opening a book, and each flavour is a new chapter with its own story. The poems and recipes add to this storytelling experience, making each glass a unique adventure. So, your drinking journey isn’t just about the taste; it’s about the entire narrative that unfolds with every sip.

3. Unexpected Pairing

The blending of poetry and flavoured gin might seem surprising, but it’s a brilliant idea. This makes Edinburgh Gin stand out. When people see it, they think, “Wow, that’s different and interesting.” It’s like being the only colourful bird in a group of plain birds. This uniqueness sets them apart and makes people remember them.

4. It’s a Targeted Approach

Edinburgh Gin’s Discovery Pack is a clever marketing strategy that caters to the interests of both gin enthusiasts and literature lovers. By combining these two passions, Edinburgh Gin can tap into a specific demographic that is likely to be receptive to its brand. The unique pairing of gin and poetry is sure to generate buzz and excitement for the brand, attracting attention from both the spirits industry and the literary world.


Edinburgh Gin’s collaboration with Charly Cox is a bold and innovative move that is sure to shake up the spirits industry. It’s a testament to the power of creativity and the importance of thinking outside the box.

If you’re looking for ways to make your brand stand out from the crowd, take a cue from Edinburgh Gin and don’t be afraid to experiment with new and unconventional marketing strategies.

How Can UCT (Asia) Help?

Are you seeking to elevate your brand and create a more immersive experience for consumers? Do you want to tap into a specific demographic and generate buzz and excitement for your brand?

If so, then UCT (Asia) can help you achieve your marketing goals. We specialize in developing creative and effective marketing campaigns that are tailored to your specific needs.

Get in Touch today!

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